It means you should find some friends to become your beta tester then ask him/her to submit some articles about your product (press release/faq/about us/how to get started) to famous social bookmarking site like Digg, Mixx, Reddit.

This will prevent you by what he called "self-promotion". Wouldn't be nice if it is other people who submit you to digg and co's rather than yourself. Isn't?